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“Hey, hey, hey! Are you folks nuts? I’m telling you, this is the car for you.”
6 Principles of Social Influence:
• 1. Norm of Reciprocity• 2. Commitment & Consistency• 3. Social Validation• 4. Liking• 5. Scarcity• 6. Authority
1) Norm of Reciprocity
• Pay every debt, as if God wrote the bill.
» Ralph Waldo Emerson
Reciprocity
• Beware free gifts– Offer small gift,
then make request– Take advantage of
“norm of reciprocity”
Reciprocity:Door-in-the-face technique
• Begin with a very large request (which will be refused), then make a smaller request– Smaller request is what you want in the first
place• Why?
– Norm of reciprocity
ReciprocityThat’s-not-all technique
2)Commitment and Consistency
• It is easier to resist at the beginning than at the end.
» Leonardo Da Vinci
Gain Target’s Compliance With a Small
Request
Foot-in-the-Door
FIRST STEP SECOND STEPTACTIC
Example: “Would you
sign a petition to help feed
starving children?”
Foot-in-the-Door
Gain Target’s Compliance With a Small
Request
Foot-in-the-Door
FIRST STEP SECOND STEPTACTIC
Would you sign a petition to
help feed starving
children?
Make a Related, Larger Request
“Would you work for 2
weeks in the local soup kitchen?”
Foot-in-the-Door
Get an Agreement to a
Specific Arrangement
FIRST STEP SECOND STEP
Low-Ball
TACTIC
Get the Customer to
Agree to Buy a New Car for
$15,000
Low-Ball
Get an Agreement to a
Specific Arrangement
FIRST STEP
Low-Ball
TACTIC
Get Customer to Agree to Buy a New Car for
$15,000
SECOND STEP
Change The Terms of The Arrangement
“Oh, you wanted tires and seats?
Then that’ll be $15,999.”
Low-Ball
3) Social Validation
• Where all think alike, no one thinks very much.
» Walter Lippmann
Social Validation• National Public
Radio fund drives
• “Salting" the tip jar
• Amazon.com shows you list of books others with similar interests have purchased
• Canned laughter
4) Liking
• The main work of a trial attorney is to make a jury like his client.
» Clarence Darrow
The Tupperware Party
Liking
• Attractiveness– Halo effect– Attractive candidates
receive more votes of unattractive candidates.
– Appearance of job applicants more importance than job qualifications
– Good looking people likely to receive highly favorable treatment in the legal system.
• Similarity:– People more likely to
help out similar other
Liking
• Familiarity– In elections people
often just choose voters because the name looks familiar.
– The human face isn’t perfectly symmetrical; People prefer the way they look in the mirror, but their friends prefer their actual appearance
• Association
5) Scarcity• The way to love anything is to
realize that it might be lost.» G.K. Chesterton
• Opportunities seem more valuable when they are scarce– Scarcity increases appeal!
• Why?– Freedom of choice--don’t want choices
taken away– Scarce= valuable, popular
Scarcity
Scarcity• Limited Time • Limited Supply
6) Authority
• Follow an expert.» Virgil
Authority
Authority: Symbols